Fagiano Okayama Thrives With Supporters And Tourism

Fagiano Okayama, newly promoted to J1 this season, is experiencing unprecedented excitement as home game tickets continue to sell out. But it’s not just the matches that are drawing attention; away supporters are also flocking to Okayama, posting about their sightseeing adventures on social media, particularly on X (formerly Twitter). The atmosphere is electric, with fans sharing their experiences of local attractions and delicious cuisine using hashtags like #FurosuppoOidenseeOkayama.

On March 16, 2025, the JFE Steel Stadium in Okayama was awash in the team colors of Kawasaki Frontale as they visited for a thrilling match. This was the first time this season that a team from the Kanto region had come to play in Okayama, and the excitement was palpable. In the days leading up to the game, fans began sharing their travel plans on X, asking for recommendations on places to eat and visit in Okayama. One fan tweeted on March 14, "Just arrived at Okayama Station! Looking forward to a two-night stay!" while another detailed their visit to the Bizen Chunan Art Museum.

Kawasaki Frontale supporters, known for their love of travel and sharing experiences, were particularly active on social media. On March 15, the day before the match, numerous posts emerged featuring visits to Kibitsu Shrine in Okayama City and the picturesque Bikan historical district in Kurashiki City. Some adventurous fans even made the trek to northern Okayama Prefecture, exploring sights like Bitchu Matsuyama Castle in Takahashi City and the Tsuyama Railroad Museum.

In a delightful twist, some fans ventured beyond Okayama, posting photos from Shodoshima and the famous outdoor art piece "Pumpkin" by Yayoi Kusama on Naoshima. Other posts highlighted visits to the Nihonichi no Dagashi Urimise in Setouchi City, a popular spot among FC Tokyo supporters who are also known for their travel enthusiasm.

As the day of the match approached, the posts increased. Fans shared their experiences of visiting Abe Pond and Kojima Lake, where they spotted flocks of magamo (wild ducks), all under the hashtag #FurosuppoOidenseeOkayama. Local residents engaged with these posts, sharing information about early-blooming cherry blossoms and the history of the reclaimed land in the area.

As night fell, supporters continued to share their culinary experiences, enjoying local delicacies like sawara (Spanish mackerel) and kibi dango (a traditional sweet). One post humorously noted, "There are eight Frontale supporters here, even though the restaurant only has 12 seats!" The excitement didn’t end with the match; on March 17, fans continued to post about their experiences, some leisurely sightseeing while others proudly displayed Okayama souvenirs from home.

A Fagiano supporter expressed their joy about the team's promotion to J1, stating, "It's incredible to see so many people traveling to Okayama every other week, enjoying themselves and promoting tourism!" This sentiment reflects a significant shift, as Fagiano Okayama reported that during their time in J2, it was rare for visitor seats to sell out. This season, however, they expanded visitor seating to approximately 2,000, which has also been selling out consistently.

The club expressed their delight at the influx of away supporters, stating, “It’s wonderful to see visitors enjoying Okayama. However, due to the limits on stadium seating, many fans who want to come are unable to. We feel sorry for the missed opportunities for both supporters and Okayama tourism. We are working to enhance food and events so that all visiting fans can have a great experience before and after the games.”

Looking ahead, Fagiano’s upcoming home matches against Yokohama F. Marinos on March 29, FC Tokyo on April 6, and Kashima on April 20 are all sold out. Fans are already buzzing on X about the upcoming match against Yokohama, with the hashtag #MarisuppoOkayamaExpedition emerging as supporters share plans for exploring Okayama and recommendations for post-game ramen shops.

In a broader context, the intersection of sports and tourism is gaining traction, and the Development Bank of Japan Okayama Office recently announced that Fagiano’s promotion to J1 is estimated to generate an annual economic ripple effect of 5.4 billion yen for Okayama Prefecture. This figure represents an increase of approximately 2.3 billion yen compared to the J2 era.

The bank’s analysis assumes an average attendance of 14,000 spectators per home game, predicting that spending on food, merchandise, and other activities at the stadium will reach 2.72 billion yen annually, a 2.1-fold increase from the J2 era. Additionally, club operations, including salaries for players and staff, are expected to rise to 2.68 billion yen annually, marking a 1.5-fold increase.

The total estimated economic impact is significant, with the potential to create around 402 jobs, nearly 1.8 times the previous level. The bank emphasizes that spending by visiting fans, particularly on accommodations and other activities, will play a crucial role in boosting local consumption.

If attendance averages rise to 20,000, the economic impact could increase by an additional 700 million yen, reinforcing the argument for constructing a new stadium. However, it’s important to note that the current calculations do not account for the economic contributions of away supporters who are sightseeing and spending money in Okayama Prefecture.

As the excitement around Fagiano Okayama continues to grow, the combination of sports and tourism is proving to be a powerful catalyst for economic development in the region. With fans not only supporting their teams but also exploring and enjoying the local culture, the future looks bright for both Fagiano and Okayama.